The project consistis in posts at the social media pages of IBGE (Instituto Brasileiro de Geografia e Estatística – Brazilian Institute of Geography and Statistics), highlighting data from PeNSE (Pesquisa Nacional de Saúde do Escolar – National Survey of School Health).
The topics of the posts are the data about responses of teenagers on issues such as mental health, violence, body image, sports practice, sexual activity, use of alcohol and drugs, among others.
From September 17th to October 14th, we published 5 posts, highlighting graphics about relevant topics regarding risk factors and health protection of brazilian teenagers.
The 5 posts summed the reach of almost 630,000 accounts on Instagram (https://www.instagram.com/ibgeoficial/), about 29,000 accounts on Facebook (https://www.facebook.com/ibgeoficial/) and almost 17,000 impressions on Twitter (https://twitter.com/ibgecomunica). Total interactions were 16,300 on Instagram, 880 on Facebook and 611 on Twitter.
On Instagram, the average reach per post was 118% above the average of all IBGE’s posts in those weeks, while engagement was 210% above average. On Twitter, reach was 13% above average, and interactions were 44% above average. Only on Facebook these posts had reach and interactions below our average for the period.
Especially on Instagram, comments such as “These data demonstrate the importance of classes on sex education and health in schools”; “This information will be very useful in preparing my classes.Very good!” and “Extremely painful data, which should support public policies and educational campaigns to reduce violence in our society!” attest to the effectiveness of the posts in arousing interest in the relevant topics dealt with in PeNSE.
The National Survey of School Health – PeNSE, carried out by the IBGE in partnership with the Ministry of Health and with the support of the Ministry of Education, investigates aspects that allow knowledge and measurement of risk factors and health protection to students.
In the 2019 edition, questionnaires were answered by more than 125,000 students aged 13 to 17, distributed in all brazilian states. They responded directly on the survey device, which reduces the fear of responding to the research agent on sensitive topics. Full results are available at https://www.ibge.gov.br/en/statistics/social/health/16837-national-survey-of-school-health-editions.html?=&t=publicacoes
Actually, the techniques were quite simple. The journalist Ana Laura Azevedo extracted the data directly from Excel spreadsheets (available at https://www.ibge.gov.br/en/statistics/social/health/16837-national-survey-of-school-health-editions.html?=&t=resultados) and the designer Alexandre Machado created the layout and the graphics in Adobe Illustrator.
Ana Laura was responsible for proposing the contents to be highlighted in the images and texts, and other members from IBGE’s marketing team and from the team related directly to the survey were involved in formatting, revising and publishing the texts and images produced.
What was the hardest part of this project?
It may seem like a simple job, but for most of IBGE’s surveys we don’t have the chance to prepare posts that explore the data obtained, while presenting them with a visual appeal purposely aimed at drawing attention to the topics covered.
The review process with the technical area was a challenge in particular, but this proved to be a fundamental step to reflect in the best possible way the main survey’s data for the diverse audience of social media.
What can others learn from this project?
I guess the greatest lesson is that a complex survey, with lots of data, can be shown in a way that brings up the interest of the audience to it’s topics.